광고 언어 전달구조의 통시적 비교 -초창기 의약품 라디오 광고 언어와 오늘날의 의약품 라디오 광고 언어를 중심으로- = The Historical Research on the Communication Structure of Advertisement Language

다국어 초록 (Multilingual Abstract)

The purpose of this study is to investigate the differences of communication structure of the radio advertisement for medicines between 1959∼1964(=earlier times) and 1997∼2002(=these days). A remarkable difference between earlier times and these days is that in earlier times description-element was used very plentifully. And another remarkable one is that in these days atmosphere-element is used in every advertisement. These two differences mean that in earlier times many of medicine advertisement tend to use logical approach, and in these days to use emotional approach. This study looks at advertising language as a different angle, but to be an elaborate one, this study must analyze broad cases of advertisements.